I HD 基因公司基因检测业务河南市场营销策略分析 摘要 生物工程技术是 21 世纪的新兴产业。生物工程技术产业中最重要的组成部分是基 因检测，近年来在国家政策的大力扶持下，基因检测迎来了发展的大好时机。经济的快 速发展以及科学技术水平的不断提高，让社会体系的改革速度不断加快，基因检测行业 也因此获得了更大的发展空间。但是就目前状况来看，我国市场上的基因检测产品出现 了较为明显的同质化现象，市场发展空间的不断扩大，吸引了越来越多的竞争者进入市 场，行业之间的竞争激烈程度不断加剧。基因检测企业如果想要在市场上获得更加长远 的发展，就必须要对市场营销策略作出一定的改进，让自身的营销策略能够与市场的变 化相适应，从而实现经济利益的不断增长。 论文选择 HD 基因公司作为研究对象，对该公司的市场经营现状作出研究。首先对 该行业的宏观形势作出整体性的讨论，然后从行业内部入手，对各个企业的发展现状作 出对比分析，找出 HD 经营公司在市场营销过程中的优势以及劣势以及该公司在未来发 展过程中，市场营销策略需要改进的方面。最后制定出相对应的解决方案，并且进行实 施和探索。在正式开始研究之前，论文先介绍了本次研究的目的，研究的背景以及研究 的意义；对 HD 基因公司市场经营环境以及内部环境和行业环境进行充分的研究之后， 描述该公司在河南市场上的营销策略，对该公司在市场营销过程中的突出优势作出描述， 并且结合公司的经济条件以及市场的宏观状态确定公司促销策略，价格策略，产品策略 以及市场策略方面的内容；最后对 HD 基因公司市场营销策略的具体实施价值以及实施 方案作出详细的解释，并且对该公司在市场营销策略实施过程中所采取的一系列保障措 施作出详细的描述。 论文所选择的研究对象能够代表基因检测行业中的大部分企业，HD 基因公司在市场 营销过程中所面临的问题也是同行业其他企业所面临的难题。论文希望通过本次研究能 够帮助 HD 经营公司解决市场营销问题，并且提供一定的参考意见让 HD 公司探索出适用 于未来发展的市场营销策略规划。 关键词：生物工程；基因检测；营销策略ABSTRACT III ANALYSIS OF HENAN MARKETING STRATEGY OF HD GENE COMPANY'S GENE TESTING BUSINESS ABSTRACT Bioengineering technology is a new industry in the 21st century. Gene detection is the most important part of bioengineering industry. In recent years, with the strong support of national policies, gene detection has ushered in a great opportunity for development. With the rapid development of economy and the improvement of the level of science and technology, the reform of the social system is speeding up, and the gene detection industry has gained more space for development because of the rapid development of the economy and the continuous improvement of the level of science and technology. However, as far as the present situation is concerned, the genetic testing products in the market of our country have appeared obvious homogeneity phenomenon, and the expanding space of market development has attracted more and more competitors to enter the market, and the competition among the industries is fierce. The degree is increasing. If gene testing enterprises want to obtain more long-term development in the market, they must make certain improvement on marketing strategy, so that their own marketing strategy can adapt to the changes of the market, so as to realize the continuous growth of economic benefits. In this paper, HD gene company is chosen as the research object, and the current situation of market management of the company is studied. First, it makes a holistic discussion on the macro-situation of the industry, and then, starting from within the industry, it makes a comparative analysis of the current development situation of each enterprise. Find out the advantages and disadvantages of HD in the process of marketing and the aspects that the marketing strategy needs to be improved in the future development of the company. Finally, the corresponding solutions are worked out, and the implementation and exploration are carried out. Before formally starting the research, the purpose, background and significance of the research are introduced in this paper. For HD Gene Co., Ltd. After fully studying the marketing environment, internal environment and industry environment, this paper describes the marketing strategy of the company in Henan market, and describes the华北水利水电大学硕士学位论文 IV outstanding advantages of the company in the process of marketing. And combined with the economic conditions of the company and the macro-state of the market to determine the company's promotion strategy, price strategy, product strategy and market strategy content; At last, this paper gives a detailed explanation of the concrete value and implementation plan of the marketing strategy of HD Gene Company, and gives a detailed description of a series of safeguard measures taken by the company in the course of the implementation of the marketing strategy. The research objects chosen in this paper can represent most of the enterprises in the field of gene detection. The problems faced by HD gene companies in the marketing process are also difficult problems faced by other enterprises in the same industry. The paper hopes that this study can help HD to solve the marketing problems and provide some reference for HD to explore the marketing strategy planning for future development. Key words: Biological engineering; Genetic testing; Marketing strategy目 录 V 目 录 摘要...........................................................................................................................................I ABSTRACT.................................................................................................................................III 1 绪论.........................................................................................................................................1 1.1 研究意义.....................................................................................................................1 1.2 研究背景.....................................................................................................................1 1.3 国内外基因检测行业的市场营销现状.....................................................................3 1.3.1 国外基因检测行业的市场营销现状.............................................................3 1.3.2 国内基因检测行业市场营销现状.................................................................4 1.4 文献综述.....................................................................................................................5 1.4.1 市场营销的定义.............................................................................................5 1.4.2 市场营销研究内容.........................................................................................6 1.4.3 研究的方法.....................................................................................................7 2 河南基因检测市场营销环境分析.......................................................................................11 2.1 河南基因检测市场宏观环境分析...........................................................................11 2.1.1 政治环境........................................................................................................11 2.1.2 经济环境........................................................................................................11 2.1.3 人口环境........................................................................................................12 2.1.4 科技环境........................................................................................................12 2.2 河南基因检测市场微观环境分析...........................................................................13 2.2.1 河南基因检测市场微观环境分析...............................................................13 2.2.2 分析结论.......................................................................................................14 2.3 河南基因检测市场竞争环境分析...........................................................................14 2.3.1 河南基因检测市场竞争环境分析................................................................14 2.3.2 分析结论.......................................................................................................20 3 HD 基因公司河南市场细分与目标市场选择......................................................................21 3.1 HD 基因公司在河南市场细分..................................................................................21 3.2 HD 基因公司在河南目标市场选择..........................................................................22 3.3 HD 基因公司在河南产品定位..................................................................................23 4 HD 基因公司河南市场营销策略..........................................................................................27 4.1 HD 基因公司河南市场产品策略..............................................................................27 4.1.1 主营产品分析...............................................................................................27 4.1.2 产品策略选择...............................................................................................27 4.2 HD 基因公司河南市场价格策略..............................................................................28华北水利水电大学硕士学位论文 VI 4.2.1 生育健康类基因检测...................................................................................28 4.2.2 复杂疾病基因检测.......................................................................................29 4.2.3 科学研发.......................................................................................................29 4.3 HD 基因公司河南市场渠道策略..............................................................................29 4.3.1 HD 基因公司在河南市场现有渠道..............................................................29 4.3.2 HD 基因公司河南市场渠道策略选择..........................................................30 4.4 HD 基因公司河南市场促销策略..............................................................................31 4.4.1 开展学术推广活动.......................................................................................31 4.4.2 开展科普宣传教育.......................................................................................31 4.4.3 充分利用互联网营销...................................................................................32 5 HD 基因公司河南市场营销策略实施..................................................................................33 5.1 HD 基因公司河南市场营销策略实施步骤..............................................................33 5.1.1 营销方案制定...............................................................................................33 5.1.2 营销效果评估...............................................................................................33 5.2 HD 基因公司河南市场营销策略实施保障..............................................................34 5.2.1 构建高效的销售团队...................................................................................34 5.2.2 完善营销效果控制.......................................................................................37 5.2.3 加大力度开发人力资源...............................................................................37 5.2.4 增强企业文化建设.......................................................................................38 5.3 HD 基因公司基因检测业务河南市场营销策略实施预期效果..............................38 5.3.1 增强了核心竞争力.......................................................................................38 5.3.2 提高了市场占有率.......................................................................................39 5.3.3 提升了品牌影响力.......................................................................................39 5.3.4 加强了市场开发能力...................................................................................40 6 结论.......................................................................................................................................41 致 谢.........................................................................................................................................43